The United Kingdom’s advertising regulatory body, the Advertising Standards Authority (ASA), raised concerns about a gambling firm named Betfred regarding several of their tweets that featured professional boxer Anthony Joshua.

These specific posts, appearing earlier in the year, displayed Joshua engaging in an interview conducted by Dom McGuinness, a well-known boxing commentator. Their conversation covered topics such as Joshua’s nutritional intake, his training methods, and his mental approach leading into bouts.

The crux of the ASA’s issue stemmed from the fact that Joshua is a widely popular figure who could potentially hold significant appeal for young people below the age of 18, a demographic that their advertising guidelines aim to protect.

In response, Betfred countered by stating that they have implemented age restrictions across their social media channels, effectively preventing underage individuals from viewing their content. Furthermore, on platforms where strict age control proves challenging, they asserted that their advertisements were specifically targeted towards users aged 25 and above who had already demonstrated an interest in the sport of boxing.

They further emphasized that while Joshua commands a substantial social media following, the overwhelming majority of his audience consists of adults. Additionally, they highlighted that boxing itself is inherently an adult-oriented sport, with matches frequently taking place during late hours and requiring payment for viewing access.

The Advertising Standards Authority referenced Committee of Advertising Practice rules that indicate, “if an online social profile possesses a substantial audience, of which a considerable portion are minors, then, based on either numerical or descriptive evaluation, this is likely to be a strong indicator of particular attractiveness to individuals under 18 years old.”

While only a minor fraction of Joshua’s audience are under 18, the ASA highlighted that because this demographic surpasses 1.1 million, it is deemed a noteworthy figure, and the fighter is perceived as possessing an inherent allure to young people.

A mere fortnight ago, the ASA also determined that a Sky Bet online post breached promotional regulations due to its inclusion of Gary Neville and its probable appeal to minors.

Comparable judgments are becoming progressively prevalent for online communications of this kind. It’s a captivating subject and one to observe…let’s witness the unfolding events.